Freshpet Brand Built Loyalty Through Care, Innovation, and Trust

What happens when a brand treats every customer interaction as an opportunity to build trust, not just with people, but with their pets?

That’s the question Freshpet has been answering since day one, and it’s what makes them stand out in a crowded marketplace. Known for its fresh, nutritious food and its unwavering commitment to Pet Parents, Freshpet is redefining what customer care looks like in the pet food industry.

In this Brand Spotlight for the July 2024 issue of CX Insight magazine, I had the chance to sit down with Lisa Diehl, Director of Consumer Care at Freshpet, to explore the brand’s innovative approach to consumer engagement, their use of technology to elevate the customer experience, and the heartwarming stories that continue to fuel their mission.

A Commitment to Pet Care and Pet Parents

Freshpet’s mission revolves around providing high-quality, nutritious food for pets. Diehl emphasizes this dedication: “At Freshpet, we believe all dogs and cats deserve the best. We’ve created a totally different approach to feeding our four-legged family members. It’s quite simple: we use wholesome, healthy ingredients, gently cooked without preservatives to lock in nutrients and keep the delicious recipes fresh in the fridge.”

Freshpet’s consumer-centric approach ensures that Pet Parents can trust the food they provide to their pets. “Every wholesome recipe starts with high-quality proteins and farm-fresh fruits and vegetables. Our healthy meals are steam-cooked to lock in vital nutrients, all done according to the highest quality and food safety standards under the oversight of our veterinary nutritionists,” Diehl explains.

Leveraging Technology for Enhanced Consumer Interactions

Freshpet is at the forefront of using technology to improve consumer interactions and personalize the customer experience. “In consumer care, we use a sophisticated CRM system to track and analyze consumer interactions. Our CRM serves as the central hub for collecting and storing consumer data, supported by various tools like a Knowledge Database, our Social Community Tool, Bots, and Live Agent Chat,” says Diehl.

The brand’s AI-powered virtual assistant, Scout, further enhances the consumer experience by quickly answering frequently asked questions, freeing up representatives to handle more complex issues. “Freshpet utilizes technology to gather and analyze consumer feedback through various digital platforms. This real-time feedback loop helps us quickly identify and address consumer issues, leading to more responsive and personalized service,” Diehl highlights.

Stories That Inspire

Freshpet receives countless testimonials from Pet Parents, illustrating the positive impact of their products. One story that stands out is about a dog named Abby.

“Abby was immobile, not eating or drinking, and had severe diarrhea at 14 1/2 years old. We knew this was the end for her and were working to make her comfortable for her last days with us. Then, a friend recommended Freshpet. At this point, I was ready to try anything. We got a bag and fed a little to start. She LOVED it. That was a month ago. Last night, Abby wanted to go to bed. She went to the stairs, looked at my husband, and then looked at the stairs. He told her in just a minute, and before we knew it, we could hear the clink of her toenails slowly working her way up the stairs,” Diehl shares with pride.

Sustainability at the Core

Freshpet’s dedication to sustainability is a significant part of its mission to nourish Pets, People, and the Planet. “All manufacturing kitchens operate landfill-free, and we were the first major pet food company to make this commitment. This program avoids over 10,000 metric tons of carbon emissions each year,” Diehl proudly states.

The use of wind energy for electricity and the purchase of over 40 million pounds of antibiotic-free poultry are other notable initiatives. “Our partnership with rePurpose will remove an estimated 4.5 million pounds of ocean-bound plastic from the environment over the next three years, helping keep our planet’s ocean cleaner,” Diehl adds.

Looking to the Future of Pet Care

Freshpet continues to innovate and improve its consumer care and product offerings. “Within consumer care, Freshpet will continue to maintain a strong focus on enhancing consumer support by adopting a proactive approach to anticipate and address issues before they arise. This will involve leveraging predictive analytics to identify potential concerns based on consumer behavior and feedback trends,” Diehl states.

Freshpet’s commitment to excellence in pet care, innovative use of technology, and dedication to sustainability make it a standout brand in the pet food industry. For a deeper dive into Freshpet’s consumer-centric approach and innovative strategies, be sure to read the full interview with Lisa Diehl.